Too often we hear from those responsible for their organization’s CRM systems that they are “not quite ready” for analytics. “We are still struggling to achieve basic levels of adoption from our sales team; analytics would just defocus our efforts” is a common statement.
This puts these same organizations on a vicious cycle for probable failure as they struggle to achieve user adoption using the same old tools and techniques. As we all know, changing human behavior takes time and effort, often much more than we hope or expect. Analytics can help give a competitive advantage to the teams responsible for the CRM – both during implementation and also whilst building broader adoption.